Three
Reasons People Don’t Buy
We’re already
talked about three reasons why people
buy. When you boil it down, they’re looking to find out what’s
in it for them, their company, their shareholders or other stakeholders.
They are selfishly (and I mean that in a positive way) motivated
to buy based on that which will help their profitability, productivity
or image.
There are also
various factors that lead people to not buy a product or service
or from a particular sales professional. Honestly, one can come
up with scads of reasons but there are three reasons that are encountered
more often than not. Listed below are three reasons people don’t
buy. Understanding the root cause of these reasons can help you
avoid them and focus on building a long-term
customer relationship.
Reason
#1 People Don’t Buy – Failing to Build a Relationship
Some customers
simply refuse to do business with
those they don’t know well or like. This makes sense. People buy
from people they like. Imagine two sales reps selling a nearly
identical product to a company. Sales rep one is affable and has
taken the time to know
his client. His product is priced at a little over $2,000.00
per unit. Sales rep two is also a nice guy but he has been so focused
on getting the sale that he barely knows the client. His product
is priced at under $2,000.00 per unit. While customer look at the
bottom line, they are more likely to pay a bit more to receive better
service and enjoy a better buying experience. In the instance
when the “friendly rep” has the product with a higher price, they’re
likely to call that rep and say, “You know, I really would rather
deal with you. The other company is willing to sell us the product
at X amount. Can you match that? I want to send the business your
way.”
Get to know
your customers. Understand a bit more about them and what makes
them tick. Let them know a bit about yourself. They’ll see you
as a living breathing person… just like them. Build
credibility and trust so that they know your desires to help
them, not just push product. True genuine
relationships are rewarding for both parties and will enable
everyone to benefit.
Reason
#2 People Don’t Buy – They Don’t Need What You’re Selling
You would be
surprised how many sales
reps continue to pursue the same prospects over and over again
when those prospects don’t have any need for that particular product
or service. Persistence pays off in smart situations but persistence
does not pay off when, no matter how much one calls or e-mails a
company that has no use for what one is selling. Trying to sell
riding lawnmowers to landscaping companies that service patio homes
or carpet cleaning service to
a homeowner with hardwood floors is pointless. If you’re calling
on people who just don’t need what you’re trying to sell, you’re
simply barking up the wrong tree. Before wasting a lot of time and
energy, make sure you’re talking to those who need what you have
to offer.
Reason
#3 People Don’t Buy – You’re Talking to the Wrong Person
This reason
is very similar to number two. A lot of decision-makers delegate
the evaluation of various products and services to underlings who
know very little about why a product or service
needs to be purchased. They don’t know the business issues that
need to be addressed, how much money can be spent, when decisions
will be made and a variety of other key
pieces of information. What does this lead to? Sales reps who
keep calling on those who, other than functioning as a vacuum cleaner
for information, don’t have answer and lack authority to make
purchases. If you find you’re talking to the person who has
been tasked
to collect as much information as possible, ask them if you
can speak to the decision maker to make sure you have provided them
with the information they need based on their business issues. Enlist
them to help set up a conference call with the three of you so that
they don’t feel pushed aside or left out. Whatever you do, have
them get you to the decision maker. If you’re selling to the wrong
person while someone else has direct access to the one who signs
the checks, you’re going to lose.
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